Inspiring Great Content Through Community

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This presentation was given at the Engage Conference in Portland, OR on March 9, 2017. Want to inspire your community? Make it about them and not you. The content, experience, should be about what is important to them. Your community has tons of ideas, needs, wants, etc. Put yourself in their shoes, and your content becomes easier to create.

Marketing

Inspiring Great Content
Through Community
Jennifer Sable Lopez
Director, Global Communities

Inspire With ”Why”
@jennita #EngagePDX
“People don’t
buy what you do,
they buy what
you believe”
- Simon Sinek

@jennita #EngagePDX
What is the
WHY
in
YOUR
community?

Who are they?
@jennita #EngagePDX
Glassdoor data

What do they search for?
@jennita #EngagePDX

@jennita #EngagePDX
Clearly an
opportunity
What do they search for?

Create evergreen
content your
community is
always
searching for
@jennita #EngagePDX

@jennita #EngagePDX
Create evergreen
content your
community is
always
searching for
EXACTLY what I
was looking for

Create evergreen
content your
community is
always
searching for
@jennita #EngagePDX
Pssst…Where’s
Subaru.com?
EXACTLY what I
was looking for

Evergreen
content your
community is
always
searching for
@jennita #EngagePDX

Ask them!
@jennita #EngagePDX
“best features and
content”
“What is your
motivation”

Answer their questions
@jennita #EngagePDX

Comments & Reviews?
@jennita #EngagePDX
Also…

Community Inspiration
q Focus on “Why”
q What do they care about?
q Let their work inspire
q Promote them

THANK YOU
Jennifer Sable Lopez
Director, Global Communities
Jen.Lopez@welocalize.com
@jennita

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